Category branding



It’s the cry of the Tiger

As a publicist and crisis communications coordinator, I have to give Tiger Woods an “A’ for his speech today.  Sure, it would have been better had he come out with a public mea culpa a few months ago.  And yes, he probably shouldn’t have chastised the media for stalking his kids– that came across as angry and self-serving.  But overall,…

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Lee Wochner serves as guest columnist for National Arts Marketing Project

Arts organizations: The economic bust is over. Most of what was going to break, broke. And you survived. Now’s the time to light your fuse and make the most of an improving economy. It’s time to get ready for the boom. I know: If you’re like most arts organizations, you’re probably not over with that bust just yet. But if…

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How to break all the new marketing rules while posting enormous growth

As this story about Apple’s seemingly head-scratching marketing approach shows, if you’re Apple and you want to wipe your feet with new marketing rules, you need a superior product. (And, actually, that applies to everyone.) But you also need a strategy. In Apple’s case, that means pursuing the right positioning: “cool,” “in-the-know,” “elite.” Take a look at their “I’m a…

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15 minutes of adventure

One thing I look forward to is the annual staff retreat. As a staff, we set a day to discuss the inner workings of Counterintuity. We put ourselves through the same strategy facilitation we offer to our clients, and examine how we can work better together, smarter (not harder) and ultimately—how we can better serve our clients. As a whole,…

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What the Heck is Marketing and Why Do I Need It?

When planning your marketing budget, don’t ask yourself “if” you need marketing, but “what kind” and “how much?”

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Writing on walls

We write on the walls all the time (albeit on jumbo Post-It pads). It’s a great way to freeflow ideas — for designs, for campaigns, for new initiatives. Because those 3′ x 2′ Post-It pads are portable, we’ve used them on client engagements both local and out of state. But for projects in the office, I’m thinking maybe all we…

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Marketing then… and now

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The Best Job in the World – Applications now closed

In what is chalking up to be one of my favorite viral campaigns, the Australian tourism board put out a job application for a “Caretaker of the Islands of the Great Barrier Reef” aka “The Best Job in the World.” Applications closed yesterday and 34,000 applicants from 200 countries submitted applications. The main job description is “explore and report back.”…

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Retrain. Rethink. Retool.

“It’s time to Retrain, Re-think and Retool.”

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Acting on what you know

Everyone wants to know, so I thought I’d tell you. Here’s what’s going to happen with the economy: It’s going to go up. Then down. Then up. Then down. Sometimes all within the same day. (For verification, just check the stock market.) Beyond that, nobody knows what’s going to happen. Yes, there are multitudes of talking heads on television who…

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